Institutional Repository UIN Sunan Kalijaga YogyakartaPENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN MAHASISWA DALAM MEMILIH LEMBAGA PENDIDIKAN SURVEI TERHADAP MAHASISWA BARU PROGRAM STRATA 1 FAKULTAS ILMU TARBIYAH DAN KEGURUAN UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA YOGYAKARTANIM.: 22104090014Arif AbdurrovifauthorThe background of this research stems from the researcher's interest in the decision-making dynamics of new students in choosing educational institutions within the State Islamic Religious Higher Education (PTKIN) environment. In the increasingly competitive educational services market, the roles of oral recommendations (Word of Mouth) and institutional reputation (Brand Image) have become strategic factors influencing students' choices. This study aims to analyze the relationship, correlation, and the extent of influence of Word of Mouth (X) and Brand Image (Z) on Students' Decision-Making (Y). This study employed a quantitative approach conducted at the Faculty of Islamic Education and Teacher Training (FITK) UIN Sunan Kalijaga Yogyakarta, with a population of 962 new students. Sampling was carried out using the proportionate stratified random sampling technique, resulting in a total of 283 respondents. Data collection was performed by distributing questionnaires to respondents using a 5-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree). The obtained data were then analyzed using bivariate correlation tests, partial correlation tests, and multiple linear regression analysis with the assistance of SPSS software. The analysis results show that the bivariate correlation value ($r_{yx}$) of 0.823 is greater than the partial correlation value (371.2 Pendidikan - Manajemen2026-03-05UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU TARBIYAH DAN KEGURUANThesis

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